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Rich Media Display Advertising

The Google Advertising market has a broad assortment of ad types available to drive engagement and conversion using HTML5 rich media ads.  Let’s walk through some of the options and what might work to drive growth for your brand.

Rich Media Advertising in the Google and Partner Display Networks Allow for Dynamic Ads to Engage and Convert Customers. Find Out What Rich Media Advertising Can Do For Your Business.

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How to Use Dynamic HTML5 Ads To Drive Conversion

The Google Ad marketplace is a massive and vibrant collection of digital tools to identify, acquire and engage customers for your brand.  Whether you are using simple Responsive Search Ads, Text Ads, Video Ads or HTML5 Rich Media Ads, there are a ton of options to choose from.  Let’s take a look…

  1. Native Ads on AdSense – A native ad is an ad format that fits the form and function of a publisher’s content – aka ‘native’ in styling and location on the page. Native InFeed ads blend in well with the publisher’s website by appearing embedded within and matching the style of the page content.
  2. True View In-Stream Ads – TrueView in-stream ads enable advertisers to reach users while they engage with videos across YouTube and the Google Display Network. Advertisers only pay when a user chooses not to skip their ad. Because users are given the option to skip the ad, a view will also increment the YouTube video view count.
  3. Outstream Video Ads – Outstream video ads (in beta) are mobile-only video formats that serve on partner sites and apps outside of YouTube. The ads start with the sound off and the user can tap the ad to unmute it. Advertisers are only charged when >50% of the ad is on screen for two seconds or more of continuous video playback. The format is optimized to drive unique reach at an efficient cost.
  4. Backdrop Ads – Backdrop ads are a beautiful, responsive skin format for desktop and mobile web. The responsive design looks great across a myriad of websites and screen sizes, working across desktops, tablets, and mobile phones. It includes a close button for a respectful user experience and is available programmatically on the DoubleClick Ad Exchange.
  5. Universal App Campaigns – Universal App Campaigns (UAC) are a fully automated Google app install a product that allows advertisers to effortlessly build a campaign to acquire installs based on their business goals and reach users across all of Google’s inventory on mobile Search, Play, mobile GDN, AdMob, YouTube, and Gmail. Advertisers enter their budget, target Cost Per Install, creatives & in-app event tracking into AdWords, and we will automatically run the campaign across all available inventory optimizing for their business goal.
  6. Responsive Text Ads – Responsive ads enable advertisers to upload separate creative assets, including the headline, description, and image, that will then recombine to integrate into the central flow of the page or app. The result is optimal performance for both advertisers and publishers. Advertisers have typically seen a 15% increase in reach at similar performance compared to standard text ads. In addition, advertisers will be able to customize their creative by uploading creative assets that meet their brand requirements. Responsive Ads will replace Text Ads on the Display Network starting in 2017.
  7. Dynamic Image Ads – Dynamic image ads provide a set of industry-specific layouts that highlight the information users need in order to re-engage with your brand and convert. Ads are created in HTML5 and in 10 different ad sizes, maximizing reach across devices. Google now recommends using dynamic responsive ads, also listed in the Ad Format Gallery, instead of this format since they offer the newest, most versatile, and lightweight creative solutions for all dynamic remarketing campaigns.
  8. Dynamic Text Ads – Dynamic text enables access to Display Network’s unique text inventory. These ads are sizeless, so they can run in just about any ad space. In addition, publishers may customize the font face and the color applied to the background, font, and button of the ad in order to fit their site. Google now recommends using dynamic responsive ads, also listed in the Ad Format Gallery, instead of this format since they offer the newest, most versatile and lightweight creative solutions for all dynamic remarketing campaigns.
  9. True View For Shopping – YouTube is the #1 social platform in helping consumers make purchase decisions. Trueview for Shopping is a simple and effective way to add product details and shopping links to your video content by linking to your Google Merchant Center feed. It’s easier than ever for consumers to click on and purchase products related to the video they’re watching. Shoppable Cards increase engagement with viewers and help advertisers reach potential customers across devices.
  10. True View Discovery – TrueView discovery ads enable advertisers to capture their most qualified audience at key moments of discovery across YouTube and partner sites. TrueView discovery ads appear on the YouTube homepage, in YouTube search results, alongside other YouTube videos, or on partner websites. A click on this type of ad will deliver a user to the YouTube watch or YouTube channel page to view the video rather than playing the video within the ad unit itself.
  11. Bumper Ads – Bumper ads are 6-second, mobile-first, non-skippable in-stream ads bought on CPM via AdWords. They are designed to drive awareness and reach.
  12. Video Masthead YouTube – The Video Masthead enables advertisers to showcase their brands on a rich video canvas at scale across all devices. This format offers a 24-hour takeover at the entry point of the #1 video destination and #2 search engine in the world: YouTube.
  13. GMail Ads – Gmail ads provide a new way to connect with Gmail users, through innovative targeting and a high-impact native ad format. Gmail ads reach 1B+ Gmail users around the world.
  14. LightBox Ads – Lightbox ads are expandable rich media that responsively combine ad assets — like videos, images and maps — to fill available ad spaces. Lightbox ads may contain videos, image galleries, product feeds, or combinations of these assets.
  15. Native Content on AdMob – Native content ads match the form, style, and function of the app environment in which they’re placed, providing value through relevant ads that flow within the context of surrounding app content. Native content ads allow for a more generic combination of text and images and cover a broader scope than app promotion ads where the intent is for a user to install the app from the ad. With these ads, users visit the promoted website directly from tapping the ad. Native content ads can be created in AdMob in the same way as app promotion ads: using a built-in design interface called, “Native Ads Express.”
  16. Native Ad on DoubleClick – While traditional banner ads have a static creative from start to finish, native is flexible and can provide a beautiful, relevant, effective ad in any situation and on any device. “Native ads” are component-based ads that are styled by the publisher instead of the advertiser. This definition applies to a broad range of use cases, from highly custom sponsored posts to scaled native backfill. In all cases, we receive structured components from the advertiser and insert them into styles that are defined by the publisher.
  17. Page-Level Ads – Page Level Ads are Google AdSense’s next generation ads that optimize for mobile traffic and user experience. Page-level ads are a family of ad formats, anchors, and vignettes, that offers a new and innovative way to help you earn money from your mobile site content. Publishers only need to place one tag on their page to control which Page-Level formats to use through the AdSense platform. Advertisers can work with their Google sales rep to directly target vignette ads.
  18. Image ads on Display Network – Image ads (static and HTML5) are a great way to communicate with consumers across the Google Display Network (GDN) and across mobile, tablet, and desktop devices. Image ads account for 67% of the GDN’s ad inventory and provide advertisers with a great opportunity to reach and inspire their audience.
  19. Text Ads on Display Network – Text Ads are Google’s auto optimized creative solution on the Google Display Network (GDN). Provide a headline, description, and URL, and we will render your ad in three primary ad types (native text, simple text, and richer text) based on user behavior and the publisher’s ad environment to provide the best possible ad performance.

As you can see, the Google Ads ecosystem is quite large and full of possibilities including a variety of cost structures and pricing to help you identify and capture new customers.  Growth Marketing with TBG Marketing includes a digital advertising presence that is connected and aligned to keyword strategies and content marketing to create a superior sales funnel.  Give us a call or contact us and let’s get started building the business of your dreams with TBG Marketing.

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